Onsite Marketing Content System
Building Content at Scale | Content Strategy | 3D Art Direction
In partnership with our Editorial Director, I was tasked to develop a comprehensive onsite content bank to introduce personalized consumer messages at the class and value prop level. As a result, we developed a content system that was scalable, dynamic, and introduced seasonal newness to highlight Wayfair’s breath of categories and value propositions.
The initial launch included: 500+ tile cards, 104 hero banners (desktop + mobile) and 16 category-based landing pages each programmed with banners, landing pages and events. This new system drove a cohesive customer experience and significant increased engagement (CTR) and down-funnel metrics (PDP view rate, ATC). After initial launch, I oversaw the creative direction and executional work to fuel the library season over season.
Strategy Development
Messaging Formulas
We created simple copy recipes for each value proposition that worked across classes, so writers could produce at scale. I built the initial wireframes to establish style rules.
Design Templates
I created one template per copy formula to guide the creative team in producing the ~500 banners for initial launch.
We exported 3D models as PNGs and developed a Sketch template that could easily be updated to refresh the seasonal palette.
Seasonal Refresh Strategy
I developed a proof of concept to introduce a seasonal approach to our homepage to keep content and merchandising fresh and relevant.
In partnership with production, I also stood up our new enhanced silo and seasonal imagery pipeline to fuel the system.
Summer Examples
Homepage Banners
Fall Examples
Homepage Banners
The Team
CDs: Mary Ciccarelli, Keriann Coffey
Lead Team: Brenda Guenther, Jaclyn Pillitteri